Building a Demand Engine: Scaling Pipeline Creation Through Partners

Are you faced with aggressive partner pipeline targets, limited resources and budget, and an ecosystem of partners with varying levels of marketing maturity? You’re not alone. To generate demand at scale, Partner Marketers must provide proven, easy-to-execute lead generation campaigns and prescriptive guidance that helps partners convert top-of-funnel interest into partner pipeline.

If a through-partner motion is core to your go-to-market strategy, join us as Robin Wolf (Sr. Director, Enterprise Partner Marketing at NVIDIA) sits down with Laurie Mitchell (SVP, Global Marketing at Wasabi Technologies), Vinita Srivalsan (Sr. Director, Partner & Alliance Marketing at Couchbase) and Tricia Atchison (VP, Global Partner & Americas Marketing at Equinix) to discuss:

• How to prioritize the partners who are most likely to move the needle
• The importance of balancing structure and customizability for partner-led campaigns
• Proven techniques to help your partners effectively follow-up with and nurture leads
• Real-world examples of packaged campaigns that drove partner pipeline
• Tips for connecting the dots between leads and registered opportunities